Market Insights Advertising & Media Advertising

TV & Video Advertising - Serbia

Serbia

Ad spending in the TV & Video Advertising market in Serbia is forecasted to reach US$152.30m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$117.90m in 2024.
When compared globally, the United States is expected to generate the most ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$19.02 in 2024.
By 2029, the number of TV Viewers in Serbia is anticipated to reach 6.03m users.
Serbia's TV & Video Advertising market is experiencing a shift towards digital platforms, with increased targeting capabilities and interactive content driving engagement.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Serbia is experiencing significant growth and development in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this positive trajectory. Customer preferences in Serbia have shifted towards consuming video content through digital platforms. With the increasing availability of high-speed internet and the proliferation of smartphones, Serbians are now able to access video content anytime and anywhere. This has led to a surge in demand for digital video advertising, as advertisers recognize the potential of reaching a large and engaged audience through online platforms. Trends in the market also indicate a strong growth in TV & Video Advertising in Serbia. Advertisers are increasingly investing in programmatic advertising, which allows for more targeted and personalized ads. This trend is driven by the availability of data and advanced analytics, which enable advertisers to reach their desired audience more effectively. Additionally, there is a growing emphasis on video content creation, with brands and content creators producing high-quality videos to capture the attention of consumers. Local special circumstances in Serbia have also contributed to the development of the TV & Video Advertising market. The Serbian government has implemented favorable policies to support the growth of the digital economy, including tax incentives for businesses operating in the digital sector. This has attracted foreign investments and encouraged local businesses to expand their digital advertising efforts. Underlying macroeconomic factors have also played a role in the growth of the TV & Video Advertising market in Serbia. The country has experienced steady economic growth in recent years, which has increased consumer purchasing power and led to higher advertising budgets. Furthermore, Serbia's integration into the European Union has opened up new opportunities for businesses, attracting foreign companies to invest in the country and contribute to the growth of the advertising industry. In conclusion, the TV & Video Advertising market in Serbia is thriving due to customer preferences for digital video content, trends in the market towards programmatic advertising and video content creation, local special circumstances such as government support for the digital economy, and underlying macroeconomic factors including economic growth and integration into the European Union. These factors have created a favorable environment for the development and expansion of the TV & Video Advertising market in Serbia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.